My favourite commercial at the moment is the Healthy Choice food commercial starring Jane Lynch. Lynch is a hilarious tv personality and is well known for playing the villain, Sue Sylvester, on Glee. This commercial combines the delicious-looking screen shots of food with Lynch’s edgy sense of humour. The result is an unforgettable commercial because who forgets what makes them laugh?
Healthy Choice targets the younger market by including Jane Lynch. Lynch has a unique acting style, that of a self-promoter, which appeals to those with a funny bone. The script is aligned with Lynch’s personality and delivers a believable performance of a true endorsement. In choosing Lynch as the promoting celebrity I feel that Healthy Choice has a competitive edge over the competition. Lynch appeals to the younger adult generation through her work on Glee and recently hosting the Emmy’s. She also appeals to middle-aged women, who would have the lifestyle in which quick healthy food options should be targeted to. Her appeal is in her down to earth personality and her ability to make anyone laugh. She has constantly been compared to Ellen Degeneres, a day time talk show host and stand up comedian, who was a success in the Cover Girl commercials targeted at middle-aged women. Both women have an engaging sense of humour, a captive audience, and a well known background.
In the behind the scenes look of how Healthy Choice’s commercials were filmed Healthy Choice is further promoted by Lynch. There is undoubtedly a script for the behind the scenes footage, however; Lynch’s mockery of the performance further sells you on the product. Her wit and her humour are in alignment with Healthy Choice’s marketing strategy and turns even the least glamorous parts of the commercial into selling features.
Healthy Choice has created a captive commercial that will propel Healthy Choice into become a market force.
Good job discussing the use of celebrities in marketing, and awesome supplement of video clips!